Agency Business #36: From The Richards Group to Independence: Pedro Lerma’s Agency Playbook
4 snips
Sep 1, 2025 Pedro Lerma, CEO and founder of LERMA/, shares his remarkable journey from selling radio spots to leading a top independent agency. He dives into the importance of multicultural marketing and introduces the concept of 'cultural fluency' to help brands connect with diverse communities without losing legacy customers. Pedro discusses the challenges of running an independent agency in today's politically charged climate and reflects on how his experiences at The Richards Group shaped his approach to inclusivity and client relations.
AI Snips
Chapters
Transcript
Episode notes
Unconventional Job Application That Worked
- Pedro Lerma launched his career by creating a mock Ad Age cover that got him 11 interviews and a job at The Richards Group.
- He spent 23 years there, building digital and Hispanic practices before later spinning out independently.
Building Richards/Lerma Into A Business Unit
- Pedro built Richards/Lerma inside The Richards Group, growing Hispanic marketing and digital capabilities over a decade each.
- The unit evolved into serving multicultural leadership for clients like Ram Trucks and The Home Depot.
Leading With Underrepresented Customers
- Leading with underrepresented customers can grow brands without alienating others when done inclusively.
- Demographic shifts make multicultural-first strategies a future-facing advantage.